Manila Bulletin has always been known for its classified ads. Besides that the newspaper is viewed as old, boring, pro-administration and conservative. Publicis JimenezBasic was tasked to reposition Manila Bulletin as a substantive and inspiring publication and encourage readers to venture beyond the classified section.
According to the creative team, “Everybody knows bad news sells newspapers because it’s sensational and exciting. But all that sensationalism leaves readers with the feeling that the world is a hopeless and depressing place to live in.”
‘Missionary’, the first of many TV commercials in the campaign series, starts off with a suspicious-looking foreigner leading kids down a dark alley. Only to reveal in the end that he is, in fact, a missionary teacher. Even in the dark streets of Manila, good news can shine through. As the Manila Bulletin puts it, “There is good news here.”
The strength of the campaign lies in its use of the classic rug pull. Viewers are made to believe they are watching something bad about to unfold, only to reveal at the end that it’s something good. It invites newspaper readers to challenge the journalistic tenet, “There is no news like bad news.”
The creative team adds,“Oftentimes, good news can be found in the most unlikely places. Other newspapers only tell you the bad news, because that’s what sells. The Manila Bulletin tells the bad news, and the good news as well. Because that’s the right thing to do.”
Credits:
Project Missionary
Client Manila Bulletin
Creative agency Publicis JimenezBasic
Executive creative director Don Sevilla III
Creative directors John Sacro, Poch Guevarra
Account servicing Marlen Meneses, Sam ilingan
Exposure Television, Print
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